Diadora was incorporated in 1948 in Caerano di San Marco, which today is an Italian district specialized in the production of sporting footwear. Back in the days, Diadora was a craftsman's laboratory where the best mountain and working boots were handmade.


Diadora is a market leader in tennis, and Borg is its flag. The company starts to collaborate with football players and Olympic athletes. Sport becomes a social phenomenon and the Diadora products cross over into leisure-wear. The effect of sponsorship deals is massive: by the mid '70s Diadora's footwear production is well over the 3 million mark, and are distributed over more than 3.500 points of sale in 45 different countries. The testimonials' enterprises are hightening Diadora's prestige, which is known everywhere as a synonym of success, Italian style and technological excellence. From Martin Mulligan, Bjorn Borg and Gullielmo Vilas in tennis, to Giuseppe Gentile, Veneziano Ortis and Gabriella Dorio for athletics, going through Roberto Bettega in football, Diadora helps writing the sporting history of that decade.


The commitment towards working with the greatest names in sports leads the company to create the CRD (or DRC Diadora Research Centre) in the '90s. The team is constituted in a revolutionary way for the times: footwear technical experts were teamed with bio-engineering researchers from the prestigious Politecnico di Milano and with orthopedic medical experts.


The turn of the millenium consolidates Diadora's successes through the partnership with Gianluca Vialli, Christian Vieri, Roberto Baggio, Roy Keane, Filippo Inzaghi, Alvaro Recoba and Francesco Totti, as well as the As Roma, the Napoli Calcio, the Scottish National Team, the Dinamo Zagreb for what concerns football. In the cycling area Diadora sponsored Damiano Cunego and Jgor Astarloa while they worked with Cuga Kuerten, Ivan Ljubicic, David Ferrer, Nicolas Kiefer and Francesca Schiavone in tennis.


The production veers towards sportswear in the '60s, as a consequence of the acquisition of some important patents in the United States. From the beginning, Diadora is distinguishing itself for the high quality and the progress of its solution. The economic boom helps and sustains the entrepreneurial growth, Diadora rises to the challenge and its production acquires the dimensions and the processes typical of mass production, without ever giving up the high qualitative standard of its products.


In the '80s the company's presence is reinforced in the "historical" disciplines such as tennis, athletics and football, and is expanded to other sports such as cycling, where it wins the hour record with Francesco Moser, basket with the Milano Basket team, volleyball with Andrea Zorzi and the National team lead by Velasco, motorsport with Senna, Prost, Lauda, Berger eand the McLaren team, fencing with Numa and Cerioni, boxe with Francesco Damiani. From Pat Cash, Jhon Alexander and Boris Becker for tennis, to Gelindo Bordin, Francesco Panetta and Edwin Moses for athletics, going through Zico, Marco Tardelli, the Italian National Team and Antonio Cabrini for football, Diadora is the main actor in all of the major international competitions.


In 1998 a new intuition allows Diadora to capitalize the experience gained in the sporting footwear market by reintroducing the working footwear in its portfolio of products 50 years after its first appearance: Diadora Utility is born and is immediately a landmark in the working footwear and apparel sector. Technology, high qualitative standards and a sporty look create a winning mix which has no equals in the industry.


Today Diadora focuses its production on sports such as tennis, football, running and cycling, all the while not giving up the extraordinary evocative value of its brand thanks to the Heritage collection. Heritage is an innovative mix of high quality, technology, fashion and history. Utility Diadora goes from strength to strength in the working apparel and footwear sector.